The Influence of Product Quality, Location and Word of Mouth on Purchase Decisions

Authors

  • Hartatik Hartatik Universitas Sebelas Maret
  • Syah Abadi Mendrofa Universitas Nias
  • Fudji Sri Mar'ati STIE AMA Salatiga
  • Agus Wicahyono Sekolah Tinggi Ilmu Ekonomi Widya Dharma Malang
  • Indra Permana Universitas Pelita Bangsa

DOI:

https://doi.org/10.37385/msej.v5i1.4072

Keywords:

Product Quality, Location, Word of Mouth (WOM), Purchase Decision

Abstract

The research analysis aims to determine the effect of product quality, location and word of mouth (WOM) on purchasing decisions at Bebek Goreng Pak Slamet. The sampling collection used was purposive sampling of 100 respondents. Data collection used a questionnaire distributed to customers at Bebek Goreng Pak Slamet. The population in this study were customers of Bebek Goreng Pak Slamet. This research method uses quantitative methods and multiple linear regression analysis through SPSS 24. The results of this study indicate that product quality, location and word of mouth (WOM) have a positive and simultan impact on purchasing decisions at Bebek Goreng Pak Slamet.

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Published

2024-11-20

How to Cite

Hartatik, H., Mendrofa, S. A. ., Mar’ati, F. S. ., Wicahyono, A. ., & Permana, I. . (2024). The Influence of Product Quality, Location and Word of Mouth on Purchase Decisions. Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 524–533. https://doi.org/10.37385/msej.v5i1.4072